By Darrell Kunken

What I do hear, however, is how long it takes to manipulate, translate, and analyse data.

And then the question: Is there a return on investment (ROI) considering the time and effort allotted to data applications?

Julie Baretsky, our lead senior analyst, has begun working with data visualisation software to help people see and understand the data, so appropriate actions can be taken.

We’ve taken a look at existing data files, reports, and new data sources. Some data sets we’ve used for years as spreadsheet reports. Some views we are now achieving we’ve never looked at before because the data were too large and time to manually analyse them prohibitive.

Visualising sales results/trends by department, by sales rep, by products sold, by print/digital.

Visualising digital campaigns by rate above/below rate card.

Next, we are going to look at using Tableau to develop sales tools that assist the sales process by visualising the connection between the audience an advertiser wishes to target and the product channels that will deliver exposure to that audience.

Data visualisation enhances the value (ROI) that can be extracted from data. I highly recommend it.